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Hailey Bieber Rhode is not a brand she is stepping away from — she is doubling down. Less than a year after selling her skincare brand to e.l.f. Beauty in a deal worth up to $1 billion, Bieber is revealing an ambitious roadmap that includes Sephora Europe, new product lines targeting aging skin, and a long-term vision that extends well beyond beauty.
Hailey Bieber Rhode: From DTC Startup to Billion-Dollar Brand
Rhode launched in June 2022 as a direct-to-consumer skincare line with a deliberately small product range: a peptide glazing fluid, a barrier restore cream, and a lip treatment. The minimalist approach resonated immediately, and the brand generated $212 million in net sales within its first three years.
That performance caught the attention of e.l.f. Beauty, which acquired Rhode in August 2025 for $800 million in cash and stock, plus $200 million in performance-based earnouts. It was one of the largest celebrity beauty acquisitions in history.
What Bieber Is Doing With the Money
In recent interviews, Bieber has been unusually candid about her financial plans. She told E! News that her primary focus is “investing wisely” to secure her son Jack’s future. She also mentioned an interest in diversifying her business portfolio beyond beauty — though she emphasized that she is “not in a rush.”
Rhode’s Next Chapter: Sephora Europe and Beyond
The most concrete near-term development is Rhode’s entry into Sephora Europe. A BusinessWire press release dated April 30, 2026, confirmed that the brand will debut in Sephora locations across France, Germany, Italy, Spain, and additional European markets in early fall 2026.
This follows successful Sephora launches in North America and the UK in fall 2025, as well as an expansion into Mecca locations in Australia and New Zealand. Bieber has also singled out Brazil as a priority international market.
Revenue Growth Under e.l.f. Beauty
Rhode’s financial performance under e.l.f. has exceeded expectations. The brand is projected to contribute $260 million to $265 million in net sales for fiscal year 2026 — a significant jump from the $212 million it generated before the acquisition.
Inc. magazine reported that e.l.f.’s bet on Rhode is “paying off faster than expected,” with the brand becoming a meaningful driver of the parent company’s overall revenue growth.
Bieber’s Role: Founder Who Refuses to Leave
Unlike many founders who cash out and move on, Bieber has maintained an intensely hands-on role. She serves as Founder, Chief Creative Officer, and Head of Innovation — meaning she still leads product development meetings and personally tests every formulation before it ships.
She also serves as a Strategic Advisor to e.l.f. Beauty’s broader portfolio, contributing insights on marketing, social strategy, and product positioning. TIME named Rhode one of its 100 Most Influential Companies for 2026, citing Bieber’s unique ability to translate personal brand into commercial value.
Rhode Product Lineup: What Is Coming Next
On the product development front, Rhode is preparing to move beyond its signature minimalist skincare lineup. Sources familiar with the brand’s roadmap indicate that new formulations targeting early signs of aging — including a retinol-based night serum and a vitamin C brightening treatment — are currently in advanced testing stages. Bieber has spoken publicly about wanting to create products that address the concerns of women in their late twenties and early thirties, a demographic she believes is underserved by both luxury and drugstore brands.
Her creative vision for Rhode extends beyond individual products to what she describes as a “total skin philosophy.” Rather than chasing trends or launching dozens of SKUs each year, Bieber has committed to a slower, more intentional release cadence — typically introducing just two to three new products per year, each one subjected to months of reformulation and real-world testing. This disciplined approach has earned Rhode credibility among dermatologists and beauty editors who often dismiss celebrity brands as marketing exercises rather than serious skincare.
Watch the visual story: Hailey Bieber's Rhode Billion-Dollar Sale — Web Story
Watch the visual story: Rhode's Sephora Europe Expansion — Web Story
Frequently Asked Questions
How much did Hailey Bieber sell Rhode for?
E.l.f. Beauty acquired Rhode in a deal valued at $1 billion, consisting of $800 million in cash and e.l.f. stock plus an additional $200 million in performance-based earnouts contingent on the brand's growth over three years. The deal closed in August 2025.
Is Hailey Bieber still involved with Rhode?
Yes. Hailey Bieber remains actively involved as Founder, Chief Creative Officer, and Head of Innovation at Rhode. She also serves as a Strategic Advisor to e.l.f. Beauty and continues to lead product development meetings and test all products.
Where is Rhode expanding next?
Rhode is expanding into Sephora retail locations across Europe in early fall 2026, covering France, Germany, Italy, Spain, and other countries. Bieber has also expressed interest in expanding to South America, specifically Brazil.
How much revenue does Rhode generate?
Rhode generated $212 million in net sales in the 12 months ending March 2025. As of early 2026, the brand is projected to contribute $260 million to $265 million in net sales for the 2026 fiscal year under e.l.f. Beauty's umbrella.